Table Of ContentSustainable Marketing and
Customer Value
Anticipating that marketing will experience a strategic change in the new
normal post COVID-19, this book sets out to capture interesting insights
from researchers and practitioners through in-depth research on the myriad
aspects of industrial transformation. It discusses the facets in which mar-
kets can sustainably deliver value to people and the environment, and create
prosperity.
Sustainable Marketing and Customer Value establishes an overview and
framework for major ideas that connect marketing, consumption and sus-
tainability. It addresses dominant areas of research on sustainability from
the marketing perspective, the origin of interest in sustainability as well as
the practice of deprioritizing sustainability ideas in pursuit of short-term
business goals.
Research scholars and business students will find this book of primary
relevance, but it is also written for marketing academics and professionals,
especially for those in large corporations.
Subrata Chattopadhyay received his MSc, MBA and PhD from IIT-ISM
Dhanbad. Adept at innovative teaching practices, he is highly networked
with the industry. He not only teaches but also practises, and his students
do adore him for the same. He has contributed to more than 30 interna-
tional journals and has published more than 23 papers in seminars and con-
ferences. Besides, he has authored three books on computations in estate
management, transport management and values and ethics for engineers
and managers. He is associated as a life member with ISTD, CMA, PRSI,
NIPM, NHRD, NFED and ISABS and does mentoring and consulting for
various organizations.
Sundeep Singh Sondhi is the Head of the Business Administration Depart-
ment of UEM Kolkata, India.
Arunava Dalal is an Assistant Professor in the Business Administration De-
partment of UEM Kolkata, India.
Routledge Studies in Marketing
This series welcomes proposals for original research projects that are either
single- or multi-authored or an edited collection from both established and
emerging scholars working on any aspect of marketing theory and practice
and provides an outlet for studies dealing with elements of marketing the-
ory, thought, pedagogy and practice.
It aims to reflect the evolving role of marketing and bring together the
most innovative work across all aspects of the marketing “mix” – from prod-
uct development, consumer behaviour, marketing analysis, branding and
customer relationships, to sustainability, ethics and the new opportunities
and challenges presented by digital and online marketing.
24 The Dynamics of Influencer Marketing
A Multidisciplinary Approach
Edited by José M. Álvarez-Monzoncillo
25 Consumer Ethnocentrism, Country of Origin and Marketing
Food Market in Poland
Paweł Bryła and Tomasz Domański
26 European Consumers in the Digital Era
Implications of Technology, Media and Culture on Consumer
Behaviour
Edited by Małgorzata Bartosik-Purgat and Nela Filimon
27 Artificial Intelligence for Marketing Management
Edited by Park Thaichon and Sara Quach
28 Sustainable Marketing and Customer Value
Edited by Subrata Chattopadhyay, Sundeep Singh Sondhi and
Arunava Dalal
For more information about this series, please visit: www.routledge.com/
Routledge-Studies-in-Marketing/book-series/RMKT
Sustainable Marketing and
Customer Value
Edited by
Subrata Chattopadhyay, Sundeep Singh
Sondhi and Arunava Dalal
First published 2023
by Routledge
4 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
and by Routledge
605 Third Avenue, New York, NY 10158
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2023 selection and editorial matter, Subrata Chattopadhyay,
Sundeep Singh Sondhi and Arunava Dalal; individual chapters, the
contributors
The right of Subrata Chattopadhyay, Sundeep Singh Sondhi and
Arunava Dalal to be identified as the authors of the editorial
material, and of the authors for their individual chapters, has been
asserted in accordance with sections 77 and 78 of the Copyright,
Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or
reproduced or utilised in any form or by any electronic, mechanical,
or other means, now known or hereafter invented, including
photocopying and recording, or in any information storage or
retrieval system, without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks
or registered trademarks, and are used only for identification and
explanation without intent to infringe.
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
ISBN: 978-1-032-00244-6 (hbk)
ISBN: 978-1-032-00245-3 (pbk)
ISBN: 978-1-003-17331-1 (ebk)
DOI: 10.4324/9781003173311
Typeset in Times New Roman
by codeMantra
Contents
Contributors ix
PART I
Sustainable Consumer Culture 1
1 Understanding the Nuances Influencing Sustainable Consumer
Online Brand Engagement 3
SUBHAJIT BHATTACHARYA AND SUBRATA CHATTOPADHYAY
PART II
The New Consumption Patterns 21
2 Towards Sustainable Practices during COVID-19: Addressing
Consumer Attitudes and Preferences towards Food Waste
Prevention in Restaurants under the “New Normal” 23
SAMUEL S. MITRA, SHIVAJI BANERJEE AND PETER AROCKIAM, A.
3 A Study on the Consumers’ Satisfaction of FinTech Solutions
Provided by an Indian Major Bank during COVID Times 41
AJAY KUMAR GANGULY AND SUBRATA CHATTOPADHYAY
PART III
Green Marketing 57
4 Young Consumers’ Green Purchasing Behavior with Reference
to Green Marketing 59
UDIT CHAWLA, SONAM CHOUDHARY AND VARSHA MISHRA
vi Contents
5 Green Marketing: A Study of Consumer Perception with the
Help of Demographic Factors in Kolkata, West Bengal 77
JYOTI SHAW, ADITYA VIKRAM SINGH, VISHAL CHOWDHARY
AND AYUS MEHTA
PART IV
Post COVID – Marketing Values 93
6 Factors Triggering Panic Buying Behaviour among Indian
Consumers during COVID-19 Pandemic 95
KAMALIKA DASGUPTA AND INDRANI DASGUPTA
7 Factors Influencing the Growth of E-Pharmacy during
Pandemic Times in India 106
NIHARIKA AND VINOD SHARMA
8 When the Going Gets Tough, the Tough Gets Going – A Study
on Healthcare, Societal and Financial Challenges Faced by
Survivors of COVID-19 120
MITALI SENGUPTA, ARIJIT ROY, SAIKAT GUPTA, SATYAJIT
CHAKRABARTI AND INDRANEEL MUKHOPADHYAY
PART V
Sustainable Opportunities 131
9 Sustainability Consciousness: Exploring Consumer’s
Commitment to Sustainability Ideals and Its Role in the
Purchase of Sustainable Beauty Products 133
KAVYA YANDAMURI
10 Building Skills for Sustainable Development – A Key for
Business Excellence 147
SUSHMITA CHOUDHURY AND ANIRBAN DATTA
11 A Study to Understand the Behaviour of Indian Consumers
towards the Sustainable Attributes of Hotel Industry 160
SRISHTI AGARWAL, PRIYANKA KOKATNUR AND
AJITHA PRABHAKAR
12 Primer on the Sustainable Consumption 167
SADIA ISLAM
Contents vii
13 Understanding Bullwhip Effects in Vegetable and Fish Supply
Chain and Providing Sustainable Marketing Solutions:
A Study on the Cachar District of Assam 177
DHRITIMAN CHANDA, NILANJAN MAZUMDAR AND D. GHOSH
14 Exploring the Determinants toward Sustainable Growth
in Handicraft Sector 187
DILIP KUMAR
PART VI
Sustainable Business Strategy 201
15 Scope and Issuance of Green Bonds in India and Abroad
(So Far) – An Introspection toward the Existing Literature 203
SUCHANDRA BOSE AND JOYSRI DATTA
16 Value Chain Analysis of Agri-commodities: A Systematic
Review of Mangoes in India 212
AUROBINDO KS AND PRATIKA MISHRA
17 A Cognitive Study of Sustainable Strategy Restructuring and
Business Value Development for Travel and Tourism Industry
in the Light of “Airbnb” Catastrophe 229
SHIVAJI BANERJEE, MOHUA BANERJEE AND TRIPSHITA SAHA
18 Factors of Self-congruity and Personality Traits in
Conjunction and Its Impact on Buying Behavior of Gen Z
toward Personal Care Beauty Products 241
KADHEEJA FAHEEMA, A.S. SURESH, VINOD SHARMA
19 Ecologisation in Marketing: A Realm of Disaster Risk
Reduction and Business Continuity 258
RAJIB GUPTA AND ARUP BARMAN
20 Mystery Behind the Success Story of ‘Mad-At-You (MAY)’-
Musings from World Class Viral Marketing Efforts-(Capsule
Ensemble of Select Events during 2009–2015) 270
RAJIB DUTTA
21 Factors Affecting the Diffusion of Private-Label Brands:
A Review of Literature 282
SUBHANAN DEY AND M. RAJKUMAR
viii Contents
22 Integration of Sustainability in Business through Finance 300
MAHESH KUMAR T AND MANJARI SHARMA
23 A Study on Sustainable Working Capital Composition and
Financing Pattern of Non-Financial Industries in India 309
PINKU PAUL
Index 319
Contributors
Srishti Agarwal is a Marketing Professor with a doctoral degree in the sub-
ject of marketing who also plays the role of marketer, marketing pro-
fessional, researcher, consultant and content writer. She has been in the
education industry for more than eight years. She has qualified UGC
NET and received her MBA (dual major specialization in marketing and
HR) and PhD in marketing from Banasthali University, Rajasthan. She
is an experienced researcher and a PhD supervisor.
Peter Arockiam, A. is the Vice-Principal, Department of MCom, BCom
(Evening) and BMS at St. Xavier’s College (Autonomous), Kolkata. He
is also the Financial Administrator of St. Xavier’s College, Kolkata, and
is simultaneously pursuing his doctoral degree in commerce (manage-
ment). Prior to joining St. Xavier’s College (Autonomous), Kolkata, he
also served St. Xavier’s School, Burdwan, as the Principal, and St. Xa-
vier’s Collegiate School, Kolkata, as the Deputy Vice-Principal. He has
published several papers in high-quality journals and also has five Best
Paper Awards in international conferences to his name.
Mohua Banerjee completed her MCom in accountancy and PhD in
commerce – marketing from University of Calcutta. She has over 15 years
of teaching experience and teaches courses on marketing management,
retail marketing, sales and distribution, and marketing communication
in India. As a Visiting Professor in foreign universities like University of
Bordeaux, University of Tours and Celsa-Sorbonne University in France,
she has taught courses on the Indian perspectives of digital marketing,
consumer behaviour, international retailing and supply chain manage-
ment in their master’s programmes.
Shivaji Banerjee is currently the HOD (Head of the Department, Commerce
(Morning)) at St. Xavier’s College (Autonomous), Kolkata. He received
his PhD from the University of Burdwan in 2012 for his contribution
to the domain of stress management. His thesis entitled “An Empirical
Study of Personality Types and Stress Propensities of College Teachers in
Kolkata District of West Bengal” has been widely acknowledged in aca-
demic circles and is strongly recommended for publication. His current
